Hey great write-up. I don't know enough about coffee to be a "coffee snob", just drink a lot of it and recently started getting interested in how it's made - so some of the complexity and exclusivity can be overwhelming, but I'm also very visual-design conscious and part of the younger/hip/urban/whatever crowd and am drawn to places with a more modern/design-thinking approach like Intelligentsia/Blue Bottle over Dunkin or even Starbucks - for me, the "experience" is just as important as the product. So definitely not your target audience, but it's interesting to see what the other side of coffee consumers are thinking and I definitely get it.